Faxe Kondi Booster wanted to build an energy-drink brand cool enough to “own” the night. There are certain reasons why the target group choose to spend the many dark hours in the nightclub. If we were to boil it down, much of it comes down to freedom and desire. So how do we accommodate the need for freedom and desire? – We evolve the brand into everything you could ever dream of at 2.00 am. No need to fool ourselves – it’s not an easy task we set out to do.
To succeed we created the following: A new brandplatform and CVI, giving the brand the right DNA and look and feel. Followed by a creative universe “Nu For Altid”. And last but not least a brand playbook used by the key account managers and directors at Royal Unibrew.
We used the above to create the campaign NU FOR ALTID. A merry-go-round of multiple feelings we could disperse at any moment to maintain the illusion of a never-ending night at the club. The clock is always 2.00 am when Faxe Kondi Booster Black is near.
We composed a song with the Shepard’s Tone. An illusion that makes it impossible for the human ear to tell when a sequence of sound is ending or starting. To accompany that, we created a true-life video of a night out in Copenhagen – when played on Instagram for promotional use, it intensifies the never-ending feeling by utilizing the way media plays back on Instagram. The result is an endless video and song.
For both internal and external use, we made some major changes. We re-designed the logo for print and online use, created a whole series of promotional material and an internal line of clothing for all Faxe Kondi Booster Black representers to sport.
More than that we created a manifest video with a whole new tone-of-voice for the brand to follow for ages. An eternal reminder of the new no-bullshit-attitude of the brand.
Faxe Kondi Booster Black is now to be found at many of the biggest and most influential nightclubs in Denmark as the only energy drink available.
They call it their Trojan horse.
Want to know more? Contact us at firstname.lastname@example.org